Step aside, Sephora! There’s a new beauty store in the marketplace, and it comes from user favorite Amazon.

Launched on October 10th, Amazon Beauty carries the high-end luxury beauty brands that fans want. In total, there are 24 different brands for fans to choose from, including such notable brands as NARS, Burberry, and nail queen Deborah Lippmann.

“We have heard very clearly from our customers that they are looking for luxury brands,” states Chance Wales, Amazon’s director of beauty and health & personal care. “The flipside is we also needed to do something on the brand side, so we put a lot of time and effort into refining the experience.”

With editorial content from the beauty editors and the brands themselves, Amazon is hoping to lure beauty fans to switch to their new website. By also allowing searchable features by ‘Category’, ‘Trend’, and ‘Feature’, Amazon customizes the beauty experience to the user themselves.

While you won’t find massive deals on the new website, Amazon is hoping to lure customers through it’s infamously low shipping costs. With competitive retailers like Sephora charging for shipping under a certain high-dollar amount, Amazon waves shipping fees on orders more than $25.00. With a multitude of other products available on the Amazon site already, you can pick up your beauty essentials at the same time while browsing for books. One stop shopping, anyone?

What do you think? Will you be browsing Amazon’s new luxurious beauty store? Tweet us at @FASHIONOTES!